The notice. Google posted at 3:22pm ET “we’re aware of a problem with Google Ads affecting a significant subset of users. We will provide an update by Dec 22, 2021, 1:00 AM UTC detailing when we expect to resolve the problem. Please note that this resolution time is an estimate and may change. The affected users are able to access Google Ads, but may not have access to the most recent data.”

What is the issue. Google wrote that the Google Ads conversions that use non-First/Last Click attribution models, such as Data Driven Attribution, may be delayed up to 24 hours.

Simon Poulton complained about this on Twitter saying “seems like there might be some conversion pipeline latency / undercounting going on with Google Ads today.”

It seems like this is just a reporting issue and hopefully Google will be able to restore that data.

Fixed. Shortly after posting this story, Google updated the status to report the issue is resolved. Google wrote “the problem with Google Ads has been resolved. We apologize for the inconvenience and thank you for your patience and continued support. The affected users are able to access Google Ads, but may not have access to the most recent data.” “Conversions delayed by this incident, those making use of non-First/Last Click attribution models, are now present in Google Ads,” Google added.

Why we care. If you are noticing lagging reports, specifically around conversion data that use non-first and lack click attribution models, do not worry, this is a confirmed Google bug.